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Selling on Praxis

Interested in selling via Praxis? Then you’ve come to the right place. In the table of contents below you can see (and click on) what we will cover in this article.

Why Praxis?

Praxis, officially known as Praxis Doe-Het-Zelf Center B.V., is a Dutch hardware store chain headquartered in Diemen. Established in 1978 in Venlo, it now operates 136 stores throughout the Netherlands, including 26 larger stores referred to as “Megastores.” The company employs approximately 5000 individuals.

Praxis is a subsidiary of the Maxeda retail group, with Nick Wilkinson serving as the current board member responsible for the DIY division. They became an online marketplace in 2023 with their goal to expand their product offering and become the biggest DIY marketplace in the Benelux.

Praxis in combination with Brico is a great combination suited for selling DIY products in the Benelux.

Advantages of selling on Praxis via e-tailize

  • Good way to target DIY audience niche
  • More than 130 million website visitors a year
  • One set-up fee for Praxis and Brico
  • Advertising opportunities to reach Dutch and Belgium audiences

Fully integrate Praxis with your systems

Do you want to manage Praxis and any future or current marketplace in one place? At e-tailize you can accommodate the following functionalities:

  • Sell ​​on marketplaces across Europe (over 100 integrations)
  • Centralized order management (automatic & manual)
  • Centralized inventory management
  • Full PIM system specifically designed for marketplaces
  • Easily post products on marketplaces from one screen
  • Integration with all kinds of fulfillment software (e.g. MyParcel or Picqer)
  • Connection with the well-known CMS platforms (Shopify, WooCommerce and more)
How to sell through Praxis?
Step 1
Register Chamber of Commerce

Register with the Chamber of Commerce in your area before making an account with Praxis. This is a smart move in general, as registering with your Chamber of Commerce ensures the legitimacy of your business.

Step 2
Request an account

A Praxis account manager assesses whether you are a good fit with the categories and branding of the platform. Please contact either e-tailize or Praxis’ customer service if you are interested in this. At e-tailize, we can help you create an account and upload your products on Praxis.

Step 3
Centralize with e-tailize

Connect e-tailize to your account and start uploading your products to Praxis. After uploading, e-tailize will immediately track your stock and send orders to your order system, if required.

Step 4
Optimize your content

Use our data analysis tools to optimize your content and increase your sales.

Possible Problems and Challenges

Knowledge | Quite a bit of knowledge is needed to be able to compete well with current sellers on Praxis. That’s where an analytical tool like e-tailize can help you. Our dashboard gives you the insights and pointers you need to take on the fight.

Errors | It is important that you as a seller keep your performance score as high as possible. Stable stock synchronization and reliable order forwarding are therefore critical. In addition, you also want to be able to efficiently process a high number of returns. With a tool like e-tailize you can be sure that there are no (synchronization) errors between your marketplaces, webshop(s), fulfillment parties, and the PIM system.

Scaling | When you have Praxis under control, you want to expand the number of channels – and thus your reach. If you import your products into a PIM system, you can also upload the products to other marketplaces in addition to Praxis. Even better; immediately your order management and stock synchronization are arranged.

What categories do you have through Praxis

The main categories in which you can sell through Praxis:

  • Lighting & electricity
  • Paint & wallpaper
  • Building materials & supplies
  • Garden
  • Plumbing
  • Floors & tiles
  • Windows, doors & stairs
  • Decorating & cleaning
  • Tools
  • Hardware
  • Heating & ventilation
  • Pet supplies
The buying block
The buying block
When several partners offer the same product, one of the partners is featured in the buying block. That's because this partner has the best offer in terms of price, delivery time, and service. Most sales are made through the buy block. So it is essential to get ahold of your specific buy block to get the most exposure to the market. Setting up your own brand or distinctive EANs is a frequent strategy to always win the buying block. If you are the exclusive supplier of a good, you will always have the upper hand in negotiations. In order to stand out in your buy block, it may be helpful to review your unique offer and consider how you may offer the most unique product.

Performance Score
Performance Score
Your performance rating will significantly impact how prospective customers perceive your service. Your ability to adhere to the service requirements of Praxis will determine your performance score.

The costs & conditions

As soon as you become a supplier partner, you are responsible for creating and submitting products to Praxis and for complying with their requirements regarding product quality, packaging, and labeling. You must also be able to execute orders in a timely and efficient manner. As for costs, there is a monthly fee of €66 plus a commission per sale based on the category in which the product is listed. We have a deep partnership with Praxis and we can help you with the registration.

The monthly fee of Praxis will also allow you to sell on Brico, which is the same platform but for Belgium – e-tailize also has an integration with Brico.

How to learn to sell through Praxis

To learn how to sell on Praxis you can check the knowledge bank. This section of the website contains a wealth of information on topics such as creating and optimizing product listings, managing inventory, and advertising your products. If you still have any question, you can contact e-tailize customer service for additional assistance.


In combination with Brico it is a good option to target audiences Benelux (Belgium, Netherlands, Luxembourg), furthermore it is a platform suitable for selling general goods, DIY products and more.

Need more information?

Contact me!

Roy Beekman
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